Copyright Telstra©
Winning Hearts, Minds and Dollars:
Karen Fellus Marketing Principal, Telstra Wholesale
How humanising B2B contentturns customers into advocates
Telstra Wholesale
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Our key marketing challenges• Customer engagement
• Competitive positioning
• Operational & cost efficiencies
• Advocacy (NPS)
Who we are• Telco & Tech Co
• 216 customers
• $2.7b revenue
2 2018 Annual Report data
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So, let’s talk about winning…
Hearts Minds Dollars
Three areas of focus
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Data at the core Omni-channel Partnering
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Data at the core
Build a Persona
Choose a conversation to own
Test & Learn
• Business ideas for our customers
• Telstra insights & expertise
• Customers’ innovation stories
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What we discoveredOur ‘magic’ formula:
Formats:
• Video & snackable
• Partner co-created
• Multi-edited / multi-use
• Content from events
• Regular reposting
Measurement:
• Reach
• Relevance
• Return
What we discoveredHow we deliver:
Martech:
• Eloqua
• Salesforce
• Adobe
• ON24
• YouTube
• eTouches
• BlueJeans
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Omni-channel design across sales funnel
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Results
Partner with your customers
Leverage internal expertise
True partnering
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• 4 of our 'Top 10 most-visited' content
• 20% of the traffic to our content blog
• 1,209 visitors then clicked through to product pages
• Ericsson’s ‘Top 10 Trends in Mobile Tech’ session was the
most-attended breakout session for past two years.
Partnering with ourSuppliers
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Partnering with our Customers
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Partnering with our Customers
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Partnering with our People
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Partnering with our People
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Copyright Telstra©
Thank you
Karen Fellus Marketing Principal, Telstra Wholesale